Marketing culture and marketing effectiveness in service firms

Article Abstract:

The impact of a service firm's marketing culture on its marketing effectiveness is studied. Results show that marketing culture greatly affects marketing effectiveness even when the impact of firm size and geographical scope are excluded. Service managers who desire a particular degree of marketing effectiveness should develop strategies that will create a marketing culture that will foster their goals.

Research, Marketing management

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Effects of the internet on the marketing communication of service companies

Article Abstract:

A study assessing the usage of Internet by service industry for their marketing communications is presented. The study also analyzes the effect of Internet on relationship marketing of these service companies. This study is based on case studies of 19 Swedish service companies.

Marketing procedures, Sweden, Analysis, Case studies, Technology application, Company marketing practices, Marketing communications, Internet marketing

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An investigation of marketing problems accross service typologies

Article Abstract:

Research results surrounding marketing in the service industries. Assessments of three marketing managers led to the conclusion that most managers feel their marketing problems are limited to their company.

United States

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